Consumers are no longer flipping through brochures or sitting in long queues at banks to decide on loans, insurance or investments. Instead, many are scrolling through social media feeds before making those choices.
A joint survey by Meta and Ipsos shows that one out of two financial services customers in India now view personal finance and investment content on Meta-owned platforms such as Facebook and Instagram. Short-form videos and reels are proving to be a key driver of this trend, influencing how people think about money.
The survey found that 53% of Facebook users and 57% of Instagram users admitted that short-form videos influenced their financial decision-making. From saving plans to investment options, these quick clips appear to be nudging users towards action.
What makes this significant is that around eight out of ten users reportedly use Meta-owned platforms at some stage—whether it’s discovering, evaluating or finally buying a financial services product.
It’s not just passive viewing either. Half of the users said they watched additional videos to get more clarity. Nearly two out of three engaged in discussions or left comments on the posts. Another half clicked on ads to explore purchase options.
The survey notes that such engagement increases the chances of users following through with financial products, showing how digital touchpoints are reshaping the sector.
Out of eight identified touchpoints for financial services, six are digital and two offline. Interestingly, three of those six digital touchpoints are owned by Meta, cementing the tech giant’s place in influencing financial choices.
While banks and advisors still matter, it seems the social media scroll is quietly turning into the first step of financial planning for many.
